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Published in:
2014 | OriginalPaper | Chapter
Masculine and Feminine
Author : Jenny Darroch
Published in: Why Marketing to Women Doesn’t Work
Publisher: Palgrave Macmillan UK
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Research data shows an increased blurring of the boundaries between female and male roles. For example, fathers do more around the house and take on more childcare responsibilities because their partners are more likely to work (Anon, 2007b). As a result, today’s fathers are more “hands on” with their children when compared to their own fathers and grandfathers (Anon, 2007b); the “jobs” fathers do at home now align more with the jobs traditionally reserved for mothers.